Press Trust of India / New Delhi Jun 04, 2009, 14:51 IST
In tune with its plans to repeat the success of Kurkure, Pepsico today announced the launch of its snacks under the brand name 'Aliva' and plans a large-scale advertising campaign to promote the product.
"With Aliva, we aim to replicate the success we achieved with Kurkure in a shorter time span. Aliva is another milestone in Fritolay India's journey to transform its portfolio to address the growing consumer focus on wellness and ingredient," Fritolay India CEO and Pepsico President Gauthum Mukkavilli told reporters.
However, Mukkavilli did not divulge details regarding investment and marketing expenses but said the proposed advertising campaign will directly interact with 1 million customers across the country.
As one dabbles in teaching marketing, I find the choice of brand name here amusing. If it is pronounced as 'ali-vaa', it may be viewed as a slur by some. If it is pronounced 'a-lie-vaa' (it seems like a question if some one is alive or not!) - and it is also close to saliva!
Long back, a famous tobacco firm in India tried to launch a brand called 'horizon' in Eastern India; the brand was pulled off the market given the homonymous 'hari-jan' and related sensitivities raised.
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